social media speaker series part 2

NAHO Speaker Series

Social MediaPart 2 Strategy and Case Study

Mark Buell&

Trevor Eggleton

December 15, 2011

Let’s get started

Great. Now what?

1. Look within

• Goals, objectives• Resources• Should you be using

social media?

Then…

2. Listen: Find out where your stakeholders are, what are they doing, what are they talking about?

• Stakeholders & competitors

• Influencers• Popular subjects• Trends

What’s this strange thing you’re handing me?

It’s called ‘paper’.

What are people looking for?What are people talking about?Who are people listening to?

You?

Who are people listening to? Or….Who are people listening to? Or….Who should you be talking to?Who should you be talking to?

Who has

time for this stuff?

TweetdeckTweetdeck

Google Reader (RSS feeds)Google Reader (RSS feeds)

Google AlertsGoogle Alerts

Use (and create) certain hashtags.

Match content and audience with platform.

Find Facebook groups.

Connect with influencers: Twitter and blogs.

Leverage partners.

3. Get involved: Start building your community

4. Have something to say.

– Be professional, credible and responsible.

– Always add value.– Be a leader.– Simply put: Participate in social media

the same way as you would participate with other media or public forum.

A.L.I. Social Media for Government

June 2010

1. Overview of CIRA2. Identification of problem – setting objectives3. Solution and rationalization4. Planning and execution 5. Metrics6. Lessons learned

Overview

Who is CIRA?

• CIRA is the organization that manages the .CA domain space

• on behalf of all Canadians, the policies that support Canada’s

• Internet community and Canada’s involvement in

• international Internet governance.

The Challenge

•The registration of a domain name is most often seen as a means to an end (i.e., I want a website)

•.CA domain names are not sold directly to the end user by CIRA

ShowUsYour.CA Contest

Objectives

1. Update online advertising content, refresh CIRA’s (and .CA) image.

2. Establish CIRA in social media.3. Raise awareness of CIRA and .CA.

Target Audiences

• Primary: All .CA domain holders; specifically individuals and small business.

• Secondary: Influencers; young (mid 20s to mid 30s), middle class, well educated men and women (single) who work in the creative field (i.e., graphic design, web design, public relations, marketing) and are entrepreneurs. These individuals are most likely to live in an urban centre.

Strategy

• Heavy emphasis on Social Media– Utilize Social Media to crowd source marketing content

• Internal buy-in – staff contest• Phased approach– Entry – Voting

Execution • Phase 1: Contest entry

– Three weeks– Entrants developed and submitted short, web-based videos on

what their .CA domain name means to them– Entries were shortlisted to eight by a team composed of CIRA staff

and the Managing Editor for Marketing Magazine • Phase 2: Voting

– Public had the opportunity to vote for their favourite among the shortlisted videos

– To extend CIRA’s reach, the onus was placed on the shortlisted entrants to promote their video

• At the contest close, the winning video and two runners-up were selected

Execution

• Traditional Media– Direct mail postcard

• Online– Social Media• YouTube, Facebook, Twitter, blogs

– Email– Advertising• Facebook, blogs, Google, cbc.ca

Execution

Execution: Social Media

• Utilized CIRA’s three Twitter accounts.• Facebook fan page. • LinkedIn group.• In phase two, put the responsibility on the

entrants to promote their entry.

Phase 1 - Entry

Target audiences

Phase 1 - Website

Phase 2 - Voting

Small Business Owners and Key Influencers

Phase 2 - Creative

Microsite – Phase 2 Voting

Social Media Activity: Phase 1 • Pitch Engine, first media release (social media release views): 200

• Pitch Engine, second media release (social media release views): 32

• YouTube Channel (total entry video views): 6,640

• YouTube Channel Subscribers: 41 new since start of contest

• YouTube Channel/Video Comments: 75

• Tweets about ShowUsYour.CA: 81, not including those from @mebuell, @ciranews or @cira001

• Blog posts about ShowUsYour.CA: 18, not including Public Domain

Social Media Activity: Phase 2• Pitch Engine, first media release (media release views): 213• Pitch Engine, second media release (media release views): 55• Pitch Engine, third media release (media release views): 117• YouTube Channel (total entry video views): 26,884• YouTube Channel Subscribers: 47 new since start of contest• YouTube Channel/Video Comments: 132 since start of contest• Tweets about ShowUsYour.CA: 111, not including those from

@mebuell, @ciranews or @cira001• Blog posts about ShowUsYour.CA: 30, not including Public

Domain

Results•Unique visitors: phase 1 entry 19,264, phase 2 voting 16,293•Visits: phase 1 entry 20,815 visits, phase 2 voting 20,027•Online advertising: – Google Content Network CTR of 0.05% and

74,261,895 impressions– CBC CTR of 0.04% and 1,899,577 impressions – Facebook CTR of 0.02% and 23,323,340 impressions

•95 entries, 3,548 votes

Summary

•Can generate interest•Can convert interest into action•Can create and engage our community

5. Be yourself – be human (but not too human…).

6. Evaluate: Make sure you’re saying it right, and in the right place.

The Five Secrets of Social Media

Success

(how to get people to follow/like you)

1. Have something to talk about…

2. Use multiple channels…

3. Use what fits.

4. Some Connections Matter More than Others…

5. Set Goals.

And have fun with it!

Thank you.

Mark E. Buell Trevor Eggleton E-mail: mark.buell@cira.ca E-mail: teggleton@naho.ca Twitter: @mebuell Twitter: @trevoreggleton